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DATA IS SILVER. BUT INSIGHTS ARE… GOLD!!!

MARKETING TECHNOLOGY. SIMPLIFIED. Kevin Van den Bosch June 22nd, Brussels

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DATA

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BIG DATA?

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REALITY

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FOCUS ON THE USER

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MARKETING HOLY GRAIL

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ne entry that we could not fit into one of the existing categories. The innovative approach and smart use of technology really stood out. We (the jury) are convinced the number of this type of data- and technology driven direct marketing campaign will grow year on year. Therefore

we decided add a 9th annual 

“The RIGHT message to the RIGHT person at the RIGHT time”.

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CASE STUDY

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KEY NUMBER

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83

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NXP?

<

N°13 25 countries 24.000 employees Target: decision makers

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DATA

THE DATA

THE (OLD) DATA

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CHALLENGE

? ?

?

?

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z

KPI’S

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CONVERSION RATE LEADS COST-PER-CONTACT

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SOLUTION

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Paid Earned Owned

Strangers Customers Fans

Print, Television, Radio, Magazines, Cinema, Outdoor, Banners, Direct mail, SEM/Paid Search, in-store media

Brochure, retail stores, company website, Microsite, community, Facebook Fanpage, Mobile apps etc.

Word of mouth, Facebook, Twitter, Youtube, Flickr, blogs, forums

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LIVE MARKETER: REAL-TIME SCORING & PROFILING

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26% Microcontrollers

43% Chips

27% Sensors

Your Website Audience Analyse Visitor Interests to Build Robust Customer Profiles

MIN. SPENT ON-SITE

PAST PURCHASER

HOURS BETWEEN VISIT

KEYWORDS SEARCHED

NEW VISTOR OF SITE

SITE CATEGORIES VISITED

REFERRING URL

16 SCORE

48 SCORE

50 SCORE

40 SCORE

123 SCORE

152 SCORE

98 SCORE

78 SCORE 123

SCORE

HOW REAL-TIME SCORING WORKS

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EXECUTION

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159

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SCORING

SCENARIO 1

43% Chips 25% TJA1057

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STEPPING IT UP

+

Fast, cheap & simple Highly targeted niche campaigns

Specific audiences with product interest

Not time, but interest triggered

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z

REMEMBER THE KPI’S

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CONVERSION RATE LEADS COST-PER-CONTACT

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RESULTS

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z - 83 % Cost-per-Contact

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RESULTS

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z $ 450.000 Cost saving per Year

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TRUE GOLD

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z Decision makers = ok! BUT… they didn’t SHORTLIST

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STORYLINE

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ne entry that we could not fit into one of the existing categories. The innovative approach and smart use of technology really stood out. We (the jury) are convinced the number of this type of data- and technology driven direct marketing campaign will grow year on year. Therefore

we decided add a 9th annual  Cuckoo Award 2014 for ‘Best Innovation and Technology’

“The innovative approach and smart use of technology really stood out. We (the jury) are convinced the number of this type of data- and technology driven direct marketing campaign will grow year on year. Therefore we decided add a 9th annual …”

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Dare to challenge / Question the status quo

and your current APPROACH

Data is SILVER, but insights are GOLD!!!

KEY TAKE AWAYS

Move from time or triggered based, to adaptive & INTEREST BASED campaigns

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QUESTIONS – THANK YOU

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Humand Demand story

KEVIN VAN DEN BOSCH

CLIENT SERVICES DIRECTOR EUROPE [email protected]

vdb-kevin

Kevbo79